Service with miles of smiles

Polesworth Garage: 45 years of keeping customers satisfied

BY CHARLES BARRINGTON

It has notched up a sapphire celebration with 45 years in business under the belt – now the Midlands premier independent car dealership is going for gold, and service has always meant everything to the Newbolds – a name synonymous with the heart of England’s motors trade for nearly half a century. Young Martin Newbold was just a toddler in arms when his father, Bill, gave birth to what would become a uniquely successful business – one which has consistently bucked the all-too-frequent economic downturns of this country. Bill nurtured the fledgling company just as he would his own son – watching it grow from the humble beginnings of an auto repairs unit to its present incarnation under Martin with hundreds of new and used vehicles for sale each week, a £20m sales turnover and boasting the title of premier independent car dealership for the region.

Both father and son have driven along the Polesworth Garage business with a singularly impassioned desire to put the customer first every time.

“Take care of the customer – and they will ultimately look after you as a business,” said managing director Martin.

Over those five decades, customers of Polesworth Garage have gone from being acquaintances to friends and ultimately to “one of the family.”

“We have kept the wheels of the Midlands turning for almost half century now and the most pleasing aspect is seeing whole families follow in their father’s and mother’s footsteps – by walking through our showroom door to buy another vehicle from us,” added the 46-year-old company boss. “Some people have had up six vehicles in a row from Polesworth Garage – it’s so satisfying to witness.”

The Newbold story is the stuff of legends. It began 45 years ago, literally a monkey wrench throw away from the home of another British motoring institution – Reliant. Bill, an auto electrician by trade, launched Newbold Auto Services back in February 1967 with mechanic Ken James – less than 100 yards from the Reliant Motor Company’s Two Gates car production plant. For the first year they did nothing but repair cars. “We hadn’t the capital to buy any then,” said Bill, now 70. But into the second year of trading, Bill ventured into the used car sales market – and then in October 1969 took a massive leap by buying into Polesworth Garage, which was located on its present site at the village’s crossroads on the corner of Grendon Road. He kept the two businesses running until the following year when he relocated Newbold Auto Services to Polesworth. It was not until the late 1970s that two became one and Polesworth Garage took over as the main company name.

New cars were next up for the garage, which enjoyed a lengthy spell in the 1970s as a Reliant Scimitar main dealer (including a paint contract for the cult car). Ford was taken on in 1973 and the Japanese immigration was embraced with Mitsubishi between 1975 and 1985. All were eventually superseded by a decision to go solo as a Nissan main dealer – a relationship which has lasted 27 years and is still flourishing now. Nissan now stands head and shoulders above any others in the UK car market – being the country’s largest motor manufacturer with a workforce at its Sunderland HQ in excess of 5,000.

The year 1984 was a major milestone in the company’s family album. Martin – at 18 – joined his father and went into the parts department at the garage before switching to his beloved sales.

As the teenage employee developed from raw recruit into shrewd businessman, the garage saw its biggest expansions. All the business operations were initially housed under one roof at Polesworth. But in 1990 the valeting resource outgrew its Grendon Road base – relocating to a North Warwickshire farm.

Today the work is shepherded by manager Warwick Mogg’s four-man team in a palatial compound that was once a potato shed. The old tractor store houses a 21^st century wash bay and the grain store is now home to a variety of incoming and outgoing new and used vehicles. As well as the mainstay of valeting, the compound also handles pre-delivery inspections (PDIs), 24-hour vehicle recovery, battery testing and warranty work.  The company’s mantra of “service, service, service” meant another expansion became vital by 2003.

As the garage burst out of its Grendon Road home – a new purpose-built service centre, body shop and parts department was built a mile down the road at Sandy Way, Amington.  It’s the size of two football pitches and is certainly game enough to tackle the 450 service centre and body shop vehicle repairs each week.

Craig Stokes is the service centre manager with Richard Swain the parts department supremo – the two heading up a 30-strong workforce, dedicated to the service of customers’ cars.  Just over four years ago saw the last major piece in the company jigsaw occurred when a new state-of-the-art showroom was unveiled on the Grendon Road site, which now boasts used cars on three pitches the responsibility of sales manager Steve Sadler and an admin block headed up by company finance director Andrew Marven, 40, who has been with Polesworth Garage for almost 20 years.

But Martin Newbold is promising that Polesworth Garage, which opens seven days a week, will never stand still in the relentless search for the motorist’s perfect scenario.

The North Warwickshire business has taken on a new dealership this year – Great Wall, a world player from China making its first foray into the UK market.   It’s a massive motor manufacturer – and has started with the sale of the Steed, the best-value pick-up in Britain today priced under £14,000. At Polesworth Garage you can get your keys to a Steed with a £1 deposit.

“They have been around a long time in their own country – but are set to bring a motors revolution to these shores,” added Martin. “The Steed is the first all Chinese-built vehicle to be sold in this country.”

Polesworth Garage is a rare commodity in this day and age. Main dealers for Nissan and Great Wall, as well as used car specialists offering everything from trade car bargains, a huge selection of family autos, through to Del Boy Reliant Regal Supervans and that utterly desirable Bentley Convertible – the business also provides the facility of motor finance, contract hire, car hire for either daily use or all those special occasions such as weddings and school proms and not forgetting an invaluable petrol station for the village and surrounding areas. There’s service, MOTs, repairs while you wait and extending that “family hand of friendship” the company offers vouchers worth £50 to anyone who refers an accident repair job valued at more £1,000 and £25 if you introduce a friend to the garage. There’s also one year’s complimentary RAC road assistance with every used Nissan car sold – and every time your Nissan is serviced at Polesworth Garage.

Martin – now at the helm of the company– and his father, Bill, have both striven hard to make the business a resounding success.

“When the business started I always believed it would do very well,” said Bill. “I never had any doubts – never contemplated failure. That was never an option.”

He, too, believes in keeping the customers satisfied, while his son is keen on a team effort. “When I joined the company there were only 12 people working here. Today that figure is 75 – and they all deserve a special pat on the back for helping make Polesworth Garage what it is today,” said Martin.”I must also pay tribute to my suppliers and business associates who have made my life easier with their support. “As for the future – it’s already with us. We have three websites, all designed to make the identifying of a vehicle as simple and easy as possible in our ultra-fast modern world plus facebook and twitter accounts”. The company head said he is planning further growth – but all is expected to be contained on the current Polesworth campus.

Reflecting on nearly a quarter of a century in the motors trade, Martin added: “We must have got something right – as they aren’t too many businesses of any complexion around today that can boast a 45-year pedigree,” said Martin. “We’ve acknowledged our 45 years in the trade quite quietly really – but certainly intend to celebrate our 50^th in grand style. “It’s all about providing a service – not just selling someone a car. We pride ourselves in looking out for our customers AFTER they have the vehicle – not just while they are in our showroom being sold one,” said Martin. “That is so important.” Finally, it’s back to Polesworth Garage’s roots. One motto has stood the Newbold test of time – and is as important today as when it first became the company legend.

“This is what drives us on every day of this business’s life – Your Satisfaction Is Our Guarantee,” said Martin.